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Will try to do every movie premiere in 4K: Star Gold’s Hemal Jhaveri

MUMBAI: After premiering ‘Bajrangi Bhaijaan’, Star India’s Hindi movie channel Star Gold is aiming to do every movie premiere in 4K. The channel is, however, still evaluating this proposition.

“Going forward, we will attempt to do every movie premiere in 4K. Our attempt is to push technology boundary as much as possible; however, we are still evaluating this,” Star India EVP and GM Hindi movie business Hemal Jhaveri told TelevisionPost.com.

star-gold-4k-inside-sty‘Bajrangi Bhaijaan’ was premiered in 4K on three direct-to-home (DTH) platforms—Videocon d2h, Tata Sky and Airtel Digital TV—through a special Star Gold 4K service.

“The response from consumers was great. It was a new technology so the user base was small,” Jhaveri replied when asked about the response to the 4K premiere.

Jhaveri is extremely elated about the ratings the ‘Bajrangi Bhaijaan’ premiere garnered on Star Gold. The movie premiere saw 74.5 million people across the country tuning in. “The rating for this movie surprisingly was pan-India,” he noted.

As per the channel, it garnered 25 million TVTs in the Hindi-speaking markets (CS 4+ urban and rural). Besides, it also took Star Gold to the No. 1 position in Week 41 of BARC ratings.

Hemal Jhaveri“We timed the ‘Bajrangi Bhaijan’ premiere around Dussehra and Navratri because it was holiday season and the mood was festive, a good time to programme movies,” Jhaveri said regarding the timing of the premiere.

Following the premiere on Star Gold, ‘Bajrangi Bhaijaan’ will now go through the GEC run either on Star Plus or Life OK, depending on the strategy, after which it will come back on Star Gold.

The channel is also gearing up for the premiere of Ajay Devgn-starrer ‘Drishyam’ and Salman Khan-starrer ‘Hero’ during Diwali. “We need to roll out all assets at the same time,” Jhaveri stated.

With respect to movie acquisitions, Jhaveri said that the channel has been selective in acquiring movies. The channel has not been aggressively vying for satellite rights as it has a steady flow of content from its existing deals with Salman Khan and Ajay Devgn. It also has access to the Hindi movie library from Fox Star Studios.

“We have been low on acquisitions, which is still evident. It’s not necessary that we keep on buying movies. As long as we are buying good content, it’s fine. We don’t mind paying premium for content if it’s good” Jhaveri said. He also said that the channel has enough movies in its portfolio.

He also affirmed that good content and ratings are important criteria for acquiring movies. “If it doesn’t give desired ratings, why will I buy it?” he averred.

While stating that there has been some degree of rationalisation in the acquisition price, Jhaveri observed that the cost of acquisition is only going to be limiting for the business.

He revealed that the channel is in talks to acquire a couple of movies, “We have been selective in buying movies. When we need them, we will buy them. We bought ‘2 States’ from UTV,” he said.

He also revealed that all movie acquisitions done by the channel in the last 3–4 years also include digital rights.

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